Diving into the world of mobile gaming to identify what about first-time UX makes gamers come back for more.
Digital gaming is a massive space teeming with its own unique set of user experience challenges. The EchoUser team was specifically interested in the casual gaming experience and focused on assessing the first-time gameplay experience “stickiness” of the mobile phone and tablet game, Badland. Our objective was to discover what makes players stick to the game as time progresses, as well as to correlate user experiences to how successful the game is in the competitive gaming market.
Through our research, we gained specific insights into the aspects of Badland’s gameplay that increased participant retention and the likelihood of users to play the game on a long-term basis — for example, beyond the first 5-15 minutes of initial play. These insights helped diagnose specific design improvements that would improve the first-time game experience for new users, and ensured the maintenance of the aspects of gameplay that already contribute to the participants’ positive experiences.
At a higher level, this study represents the early steps into identifying the key factors that game designers should focus on to optimize the casual gamer’s experience.